Case Study: How To Track Offline Campaigns

It’s not unusual to see print ads hanging in MRT (Singapore’s subway) trains; but today, TANGS’ Great Singapore Sale promotion ad got my attention. Though mentionedbefore, I decide to illustrate how to track offline campaigns with this short case study.

Let’s take a look at the print ads first:

And the other side:

Having searched for “tangs” in Google easily help find the site; and, the site has very good fashion looking. The first thing I found is the above ads on front page. Another plus! But, do you see the problem? The URL is not on the print ads.

Put company / brand URL on all print ads. Better yet, one URL per campaign. For the above ads, TANGS can have www.tangs.com/mrt on and along with web analytics, effectiveness of campaign in MRT trains could be tracked.

You may argue that not all people interested in the offerings may land on the site by typing www.tangs.com/mrt, however, you can compare relatively the effectiveness between campaigns in different media channels.

From marketing perspective, the color and theme of this print ad is nice and appealing; it could be better with a stronger “call to action”, though.

Rocky Fu

Being an experienced digital strategist in Southeast Asia and Greater China markets, Rocky is well versed in integrated digital marketing, inbound marketing, and analytics. Connect with him on Twitter or Linkedin.